All That Matters 21st Edition Launches Six-Day Cross-Vertical Experience in Singapore

For 21 years, All That Matters has served as a barometer for cross-entertainment industry convergence, bringing together stakeholders from music, sports, media and emerging verticals to shape the future of cultural and commercial partnership. This October, the event returns to Singapore for its longest iteration to date: a six-day experience that expands its scope to include dedicated gaming, esports and creator programming, a move that signals a broader shift in how brands in these verticals approach audience engagement. For CMOs and brand directors operating in gaming, esports and entertainment, the expanded programming offers a rare consolidated space to connect with pre-vetted creators, access cross-vertical audience insights and close high-impact partnership deals without the fragmentation of scattered industry events.

The 2026 edition’s expanded focus on gaming and creator marketing aligns with a broader industry shift: gaming and esports have moved from niche verticals to core drivers of mainstream entertainment revenue, with global gaming audiences projected to exceed 3.5 billion by 2027, per industry analytics firm Newzoo. For brands, this shift represents both an opportunity and a challenge: gaming audiences are notoriously discerning, with 68% of Gen Z and millennial gamers reporting they trust creator recommendations more than traditional brand advertising, per a 2025 survey from the Interactive Advertising Bureau. Events that bring together creators, brand leaders and industry experts in a single space offer a critical solution to this challenge, cutting through the noise of unqualified outreach and algorithm-driven discovery to facilitate authentic, aligned partnerships.

When All That Matters began as a music industry event, it was a niche music industry conference designed to connect record labels, artists and brand partners looking to tap into the growing value of music sponsorships. Over the past two decades, the event has expanded iteratively to include sports, film, television and, most recently, gaming and creator culture, reflecting the blurring lines between traditional entertainment verticals and the digital spaces where modern audiences spend the majority of their time. The 2026 six-day format is the event’s longest to date, with dedicated programming tracks for gaming, esports, music, sports and mainstream entertainment, as well as curated networking sessions, brand activation spaces and creator-led workshops designed to facilitate tangible partnership outcomes. The 2026 All That Matters event will run for six consecutive days, marking the longest iteration in the conference’s 21-year history. For gaming and esports brands, the expanded programming includes dedicated esports viewing parties, creator meet-and-greets with top regional and global streamers, and panels focused on gaming culture, brand safety and authentic integration strategies, all led by industry leaders with a track record of successful creator-brand collaborations.

For CMOs operating in gaming, esports and entertainment, the event’s curated, cross-vertical structure solves a persistent pain point: the need to access multiple target audiences without the cost and logistical burden of attending scattered, vertical-specific events. Unlike broad industry conferences that prioritize panel content over actionable networking, All That Matters is designed to facilitate direct connections between brands and creators, with pre-event matchmaking tools that pair attendees based on audience demographics, campaign goals and creative alignment. Attendees will have access to over 200 pre-vetted creators spanning gaming, music, sports and entertainment verticals, eliminating the need for brands to sift through unqualified outreach or navigate opaque creator pricing structures. The event’s location in Singapore also offers strategic value for brands looking to expand into the APAC gaming and esports market, which is projected to generate $42.3 billion in revenue by 2026, per market research firm Kalorama. For many CMOs, the event represents a rare opportunity to close high-value partnership deals in person, with early reports indicating that deals closed on-site at past All That Matters editions have an average value 30% higher than standard industry outreach, thanks to the pre-vetted nature of the attendee list and the ability to build rapport in person before finalizing terms.

For CMOs planning to attend the 2026 edition, industry experts recommend prioritizing three core activities to maximize return on investment: first, the pre-event creator matchmaking sessions, which use proprietary audience analytics to pair brands with creators whose audience metrics, content style and values align with their campaign goals; second, the dedicated gaming and esports programming tracks, which offer actionable insights into emerging gaming trends, audience preferences and brand integration best practices; and third, the cross-vertical networking sessions, which allow brands to connect with peers in adjacent verticals to explore co-branded partnership opportunities that extend their reach beyond their core audience. The event also offers post-event performance tracking for attendees, allowing brands to measure the impact of partnerships formed on-site over a 90-day period, a rare offering for industry events that typically provide no follow-up support after the conference concludes. For brands that have struggled to measure the ROI of creator partnerships in the past, this built-in analytics framework offers a clear, data-backed way to justify future creator marketing spend to executive stakeholders.

What creator verticals are represented at the 2026 All That Matters event? The event features creators across gaming, esports, music, sports and mainstream entertainment, with dedicated programming and activation spaces for each vertical to support targeted brand partnerships.

How does All That Matters differentiate from other creator marketing events in the region? Unlike broad industry conferences, All That Matters combines curated, pre-vetted creator access with dedicated brand activation space and cross-vertical audience reach, allowing CMOs to engage multiple target demographics in a single footprint without the logistical burden of attending multiple vertical-specific events.

What measurable outcomes can brands expect from attending? Past attendees have reported a 30% higher average partnership value for deals closed on-site compared to standard industry outreach, with 78% of brands reporting a measurable lift in campaign performance within 60 days of the event, per early post-event surveys.

All That Matters’ 21-year track record of bridging disparate entertainment verticals under one roof reflects a core truth at the heart of modern creator marketing: the most impactful brand-creator partnerships emerge when human authenticity meets strategic, data-backed alignment. For CMOs navigating an increasingly fragmented media landscape, events that prioritize both curated human connection and measurable performance frameworks offer a rare opportunity to cut through noise without sacrificing the creative spark that makes creator partnerships resonate with discerning audiences.

At Miela, we’ve long championed the idea that technology should amplify, not replace, the human relationships that drive authentic brand storytelling. All That Matters’ focus on cross-vertical creator access aligns with our own approach: we combine proprietary audience analytics and matchmaking tools with hands-on talent management to connect brands with creators whose values, audience demographics and creative strengths align with their core campaign goals. For CMOs attending this year’s event, we recommend prioritizing the curated matchmaking sessions and cross-vertical panels, as these will offer the most actionable insights for building long-term, high-impact creator partnerships that extend far beyond the event itself.

EventFAQs : All That Matters Enters 21st Year with Six-Day Music, Sports, Gaming and Entertainment Experience in Singapore - EventFAQs

All That Matters: official 2026 programme

Bandwagon: 2026 programme and speaker line-up